be different or be dead: how to distinguish yourself in the faceless herd

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BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

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BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd. BE DiFFERENT Agenda. How to … *** DISTINGUISH *** DOMINATE *** GROW *** SURVIVE. It’s all about creating…. UNIQUENESS DISTINCTION REMARKABILITY GASPWORTHINESS INDISPENSABILITY MEMORABILITY - PowerPoint PPT Presentation

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Page 1: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT or be dead:

How to Distinguish Yourself in the Faceless Herd

Page 2: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT Agenda

How to …

*** DISTINGUISH*** DOMINATE

***GROW *** SURVIVE

Page 3: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

It’s all about creating…

UNIQUENESSDISTINCTIONREMARKABILITYGASPWORTHINESS INDISPENSABILITYMEMORABILITYUNFORGETTABILITYAUTHENTICITY

Page 4: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

The Competitive Herd…

• The herd is growing at a breathless rate• All seek the edge; advantage• And yet… undifferentiation is happening• Copying trumps uniqueness

Page 5: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

The Competitive Herd…

• Product myopia: Incremental feature creep• ‘Round-the Corners’ to appeal to the many• Benchmarking – shortfall gaps

closed rather than differences created or enhanced.

Page 6: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

Distinguish & Dominate

• To stand-out from the Herd…• If you can’t deliver VALUE which is

– RELEVANT (something people really care about), AND

– UNIQUE (something that ONLY you provide)• You are in serious trouble!• In other words…..

Page 7: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

Distinguish & Dominate

• If you’re not ReMARKABLE, you’re CoMMON, IgNORED and InVISIBLE

• If you’re not DiFFERENT, you’re DiSPENSABLE

• If you’re not DiFFERENT, you’re DEAD (or soon will be)

Page 8: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

Distinguish & Dominate

• “You don’t become indispensable merely because you are different. But the only way to be indispensable is to be different” – Seth Godin, Linchpin

Page 9: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT Themes

• Strategy – Focus on EXECUTION• Marketing – Create VALUE Packages for The

WHO • Service – SERVE your Fans & deliver

Dazzling service experiences to them• Sales – Develop intimate RELATIONSHIPS

Page 10: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Strategy

• DISTINGUISH = EXECUTE• Dumb down your Strategy and ACT! • Answer 3 questions & you have your

strategy– HOW BIG do you want to be? – Top Line $$– WHO do you want to SERVE? – The WHO– HOW will you compete and WIN? VALUE;

RELEVANCE; UNIQUENESS – The WHAT

Page 11: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

The ONLY Statement

• The ultimate manifestation of BE DiFFERENT is the ability to express your distinction in The ONLY Statement

• “We are the ONLY ones that….”

Page 12: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

The ONLY Statement

• “You don’t want merely to be the best of the best. You want to be the ONLY one’s who do what you do” – Jerry Garcia, The Grateful Dead

Page 13: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

The ‘ONLY’ Statement

MUG Solutions, Vancouver:‘We provide the ONLY solution that permanently stops people from depositing biohazard contaminants through manhole covers.’

CJSmusic, London Ontario:“…is the ONLY music service in Canada that offers online music lessons and composition services for advertisers, filmmakers ..”

Page 14: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

The ONLY Process

• The WHO – WHO to SERVE?• The WHAT – WHAT do you provide that is

relevant, compelling, remarkable, ‘gaspworthy’ and UNIQUE?

• The ONLY – craft your ONLY Statement• The TEST – is your ONLY RELEVANT? Is it

TRUE?• The Action – determine key steps to implement

your ONLY

Page 15: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Strategy

• Be ANAL about Execution– 20% plan; 80% execute– Plan ‘just about right’;– Execute flawlessly– Bre Pettis on Done…

Page 16: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Strategy

• Cut the CRAP– Cut list/Keep list– Beware of custodians of the past– Eliminate the ‘Grunge’ preventing progress– Customer Moments

are untouchable

Page 17: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Strategy

• Focus. Focus. Focus– Roy’s Rule of 3– Focus on the critical few

• Plan on the RunLearn and adjust your strategy

as you goBe ‘good’ at anticipating;

‘great’ at reactingPlan, Execute, Learn, Adjust, Execute …

Page 18: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Strategy

• Beware of Benchmarking– Best of class = ‘highest common

denominator’ to BE DiFFERENT from

– Baseline to Distinguish– Copying = enemy of BE DiFFERENT– Domination = distancing yourself from the

herd– BM to Improve, Yes, but NOT to Distinguish

Page 19: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

Marketing Today…

– LAZY & BORING– UNDIFFERENTIATED; INVISIBLE– PRODUCT FEATURE CREEP– BENCHMARKING TO COPY– MASS MARKET MANIA– ROUND-THE-CORNERS

FOCUS– TECHNO ADULATION– VALUE BLUR

Page 20: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Marketing

• DISTINGUISH & DOMINATE = #1.CREATE VALUE …• We are in the Value Creation Business, right?• Common sense but the competitive

herd generally doesn’t do it – the blur thinks product supply & price

Page 21: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

A Word on VALUE…

• It’s NOT about what we produce, our technology and the cool things it can do

• It IS about – The impact what we produce has on The WHO and their

lives– Creating memorable moments– Injecting a dose of humanity in what we do

Page 22: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Marketing

• DISTINGUISH & DOMINATE = #2. FOCUS ON YOUR FANS

• The people who care about what you do, who are connected and will ‘Sneeze’ you to others

• Shed mass market thinking• The ‘average’ customer doesn’t exist• Covet small and smaller customer groups

Page 23: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Marketing

• The smaller the group, the more you know about each person in the group

• AND the more relevant you can become in what you provide them• R (Individual) = 1/Size of Group• ‘the Rule of 150… a simple rule of thumb that distinguishes a

group with real social authority from a group with little power at all’ – Malcolm Gladwell, The Tipping Point

Page 24: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Marketing

• Focus on expanding your loyal Fan base• Know your Top 10 FANS: high value customers • Know your ‘Sneezers’ and ‘Mavens’ who will spread the word• Enable them to communicate among themselves and with

you• It’s about viral word-of-mouth epidemics

Page 25: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Marketing

• Another thought… do you have any BE DiFFERENT customers?– Eccentric – Quirky– Outliers– Weird

• Look for unique Fans and serve THEM!

Page 26: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Marketing

• DISTINGUISH & DOMINATE = #3. PACKAGE VALUE • Move from a product focus to VALUE-BASED

PACKAGES • Objective: DiFFERENT Branding • PREMIUM Pricing• Discounted bundles NOT ALLOWED

Page 27: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

A Shift in emphasis…

The WHO

The Many

Value Pak

Product

Page 28: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

VALUE Paks…

• VALUE Paks– Holistic perspective of The WHO: broader than a

features/benefit mind-set; the TOTAL person/organization– Problems solved– Shareholder value created– Experiences delivered *****– Happiness created– Memories produced

Page 29: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BC Ferries

‘Valley Golf Adventure’2 nights @ Crown Island ResortRound trip on BC FerriesMorning round of golf,

power cart, practice facilities$310 May – Sept 30

Page 30: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT - Marketing

• VALUE Paks … Powered by– Customer Learning – continuous learning process– More than Market Research – To discover the Secrets of The WHO – Customer Secrets – Intimate, deep

knowledge of the person– Ask questions and LISTEN

Page 31: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT – Serving

• DISTINGUISH & DOMINATE = SERVANT LEADERSHIP

• Serve customers don’t ‘service’ them• Service cars not people!• Its not about imposing service policy on

them; its about serving them in a way that creates delightful experiences

• Allow the customer to control you

Page 32: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT – Serving

• Serving = CORE SERVICE + …– What they GET from you.. Dial tone, clean hotel

rooms, good food, completed flights – Satisfy ‘em– Meet expectations 24X7X52 – You get C’s– If not, they will leave you in a HEARTBEAT– And SCREAM how BAD you are to anyone who

will listen!

Page 33: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT – Serving

• Serving = CORE SERVICE + SERVICE EXPERIENCE– How they FEEL – DAZZLE ‘em with it– Make it GASPWORTHY– Leave ‘em BREATHLESS– You get A’s – Loyalty, Raving Fans & Sneezers

Page 34: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT – Serving

VARY THE TREATMENTVary how you treat people; BE Flexible Same treatment for all = mixed level of

satisfaction Different treatment = constant level of

satisfactionEach person is DiFFERENT I won’t GASP if I am treated like a cog

Page 35: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT – Serving

• The Dazzle Factors …1. Hire Human Being Lovers – Hire for

Goosebumps!2. Kill Dumb Rules3. Be flexible: empower Frontline to bend rules

and ‘say yes’ 4. Provide Dazzling Recovery from your

Service Blunders: Fix your screw-up and WOW ‘em – do the unexpected (secrets)

Page 36: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT – Sales

• DISTINGUISH & DOMINATE = RELATIONSHIPS & INTIMACY– Sell Relationships NOT Products – Build intimate relationships with your FANS

• Long term success is about BONDING not flogging

Page 37: BE DiFFERENT or be dead: How to Distinguish Yourself in the Faceless Herd

BE DiFFERENT – Sales

• Build compensation plan on Relationship – building behaviors– Start at 80% sales revenue; 20% RB– Increase RB component over time

• Get customers to rate sales people on RB competencies: Customer Report Card